Tracy Beckes on Coaching to Change the Person Behind the Service

March 2004
Journal of Financial Planning;Mar2004, Vol. 17 Issue 3, p14
Academic Journal
This article presents an interview with Tracy Beckes, a business coach, and the founder and president of Tracy Beckes & Associates. In her 11 years as a business coach to financial advisors, Beckes challenges advisors to immerse themselves in environments that move them toward a goal. Her program, "How to Create an Effortless, Outrageous Business," uses eight key components--none of them ancient wisdom according to Beckes, but all of them are designed to help advisors create a business that reflects who they are when they are at their best. Beckes' approach to coaching is to give people permission to restructure their lives and businesses in ways that work for them. When selling a person, one is selling much more than just technical competence. It is the spirit and the personality behind the competence. It is not a system that works to change or improve the service delivered. Instead, it works to change or improve the people who deliver the service. Beckes' program aims to make a shift in the advisor, because as a result, the service will also shift. Coaching requires radical commitment from both the coach and the client. There is a saying in the coaching business that can work for everybody: "If you want to be a coach, get a coach."


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